Barnardo’s Fashion: Barnardo’s decided to create a new charity retail store offer. The aim was to focus on the fashion retail sector and remove themselves from the more standard less inspiring charity shop image.

Background: The store was located within a large retail park in Denton on the outskirts of Manchester. The main aim was to position Barnardo’s as a high fashion retail brand that could credibly compete with the more established high street fashion retailers within the park.

Result: A brand tone of voice that reflected Barnardo’s new stores concept plus retaining their charity credentials was developed. Fashion boutique influenced wall paper patterns and a secondary colour palette aided in a clearly defined departmental feel. Price tags, labels and carrier bags along with a advertising campaign completed the full brand experience, resulting in the final high street fashion store that successfully appealed to the traditional charity bargain hunters plus the more mainstream high street fashion shoppers.